OUR BUSINESS IECOMMERCE CEO
rowing company in 2013 , however Adam Schwab , g a business is a marathon , not a sprint .
, CEO OF AUSSIECOMMERCE
WALK BEFORE YOU RUN As the late Richard Pratt observed , ‘ revenue is vanity , profit is sanity ,’ but even that is an understatement – in our opinion , profit should always take a back seat to returns on capital . Why ? Well , if you double your profit , but triple your capital base , then the result is terrible .
We ’ ve seen the revenue grab
firsthand in the ecommerce sector . Right or wrong , ecommerce generates a lot of media space because the blue sky of a disruptive industry is exciting , but essentially , the economics of ecommerce isn ’ t really any different to that of bricks and mortar . While our competitors have been spending upwards of 25 percent of total sales on marketing ( and as a result , operating
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